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Naturally Healthy Beverages in Turkey

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Executive Summary

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PROSPECTS

NH beverages grows as consumers look for more natural products

NH beverages continued to see strong retail current value growth in Turkey in 2019. In addition to rising prices, a main driver of value growth was the increasing move towards more natural and healthier products, and away from carbonates and concentrates.

Growth of NH beverages largely depends on the performance of bottled water

NH bottled water accounts for the dominant share of value sales within NH beverages, which means that the performance of the category affects overall value growth. Consumer demand for still bottled water continues to increase due to the rising population, as well as the low quality of the tap water in cities such as Istanbul.

NH green tea set to register the highest growth due to new launches

In 2018, NH other hot drinks and NH still natural mineral bottled water demonstrated the highest retail current value growth. NH other hot drinks saw a high price increase and was rising from a low base, which explains its strong growth.

COMPETITIVE LANDSCAPE

Sirmagrup Icecek moves closer to the leader due to low prices

In 2019, Nestlé Waters Gida ve Mesrubat maintained its lead in NH beverages in value terms, due to its strong lead in NH bottled water with its Erikli, Nestlé Pure Life and Perrier brands. It was followed by Sirmagrup Icecek, which also has a strong position in this category.

Local companies account for the largest share of total sales

In 2019, the competitive environment in NH beverages was very fragmented, largely due to the high share of small companies within bottled water. At the end of the review period there were around 250 bottled water producers, mostly comprised of small local manufacturers.

The ability to increase company shares largely depends on product differentiation

In the last two years of the review period, companies within NH beverages used the strategy of launching new and sophisticated products to increase their shares. This was in response to the consumer demand for naturally healthy yet differentiated beverages.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Naturally Healthy Beverages industry in Turkey with research from Euromonitor's team of in-country analysts.